NRS PADD: Newsbrands dominated by mobile readership

01 Mar 2017  |  Ellen Hammett 
NRS PADD: Newsbrands dominated by mobile readership

Between January and December 2016, just two national newsbrands had a readership dominated by print, according to the latest NRS figures from PAMCo - with the majority of readers now accessing news content via mobile.

The Times continues to have a loyal print following with 4.2 million consuming content via the newspaper and 1.5 million via mobile.

Similarly, 10.4 million of freebie Metro’s 17.5 million readers are in print, while 8.9 million come from mobile.

However, for the remaining newsbrands, mobile accounts for more than half of their audiences.

Unsurprisingly, the Independent - which became a solely online publication in March last year - benefits the most from mobile readership, which makes up 14.4 million of its 16.9 million digital-only readers.

For The Telegraph, 15.2 million out of 21.4 million come from mobile, while 17.2 million of the Guardian’s 22.7 million are from mobile.

Since ditching its paywall almost 18 months ago, the Sun has seen a huge surge in digital readership and now reports 19 million mobile readers compared with 10.1 million for print.

The Daily Mail’s 29.1 million-strong audience has a similar make-up, with 19.9 million coming from mobile and 9.9 million from print.

Simon Redican, chief executive at PAMCo, said: “The latest data continues to show the good health of the published media sector.

“What is particularly interesting is that mobile now represents the largest platform for two thirds of those brands measured across all platforms. This bodes well for the launch of AMP (Audience Measurement for Publishers) when it will be possible to plan and buy across all platforms for the first time.”

AMP, which will launch later in 2017 or early 2018, is part of an ambitious reform of readership measurement in the UK, overturning a system that had been in place for more than 60 years in the form of the National Readership Survey (NRS).

NRS PADD (Jan-Dec 16 integrated with comScore Nov2016)
Net Print/PC and Mobile Total Total Print Total PC Total Mobile
000s 000s 000s 000s
The Daily Telegraph / telegraph.co.uk 21,358 3,848 7,340 15,160
The Guardian / theguardian.com 22,696 4,099 7,678 17,231
No Print Publication / independent.co.uk 16,853 n/a 4,376 14,405
The Times / thetimes.co.uk 5,790 4,219 811 1,541
Daily Express / express.co.uk 10,576 2,735 2,996 6,084
Daily Mail / dailymail.co.uk 29,089 9,880 7,981 19,936
Daily Mirror / mirror.co.uk 25,803 5,731 4,948 19,970
Daily Record / dailyrecord.co.uk 4,045 1,169 552 3,076
Daily Star / dailystar.co.uk 6,159 2,403 1,035 3,286
The Sun / thesun.co.uk 26,196 10,123 2,780 18,956
London Evening Standard / standard.co.uk 11,347 5,153 1,916 6,959
Metro / metro.co.uk 17,452 10,381 1,868 8,912
The Scotsman / scotsman.com 1,353 323 421 787
Source:NRS
NRS PADD (Jan-Dec 16 integrated with comScore Nov2016)
Net Print & PC Total Net Print & Mobile Total Net PC & Mobile Total Print Only (and not PC or Mobile) PC Only (and not Print or Mobile) Mobile Only (and not Print or PC) Increase PC & Mobile adds to Print Increase Mobile adds to Print & PC
000s 000s 000s 000s 000s 000s % %
The Daily Telegraph / telegraph.co.uk 10,178 17,577 19,440 1,918 3,781 11,181 455.0 109.9
The Guardian / theguardian.com 10,278 19,047 21,435 1,261 3,649 12,418 453.7 120.8
No Print Publication / independent.co.uk 4,376 14,405 16,853 n/a 2,449 12,477 n/a 285.1
The Times / thetimes.co.uk 4,883 5,239 2,185 3,605 552 907 37.2 18.6
Daily Express / express.co.uk 5,534 8,437 8,370 2,206 2,139 5,042 286.7 91.1
Daily Mail / dailymail.co.uk 15,934 25,749 24,193 4,896 3,340 13,155 194.4 82.6
Daily Mirror / mirror.co.uk 10,022 23,348 22,733 3,070 2,455 15,781 350.2 157.5
Daily Record / dailyrecord.co.uk 1,663 3,650 3,496 549 395 2,382 246.1 143.2
Daily Star / dailystar.co.uk 3,376 5,410 4,077 2,083 749 2,783 156.3 82.4
The Sun / thesun.co.uk 12,298 24,948 20,502 5,694 1,248 13,898 158.8 113.0
London Evening Standard / standard.co.uk 6,611 10,272 8,308 3,039 1,075 4,736 120.2 71.6
Metro / metro.co.uk 11,688 16,503 10,195 7,257 950 5,764 68.1 49.3
The Scotsman / scotsman.com 714 1,023 1,133 220 330 639 319.2 89.6
Source:NRS
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